What Super Retail Group does

Super Retail Group Limited (ASX: SUL) is a publicly listed, multi-brand specialty retailer headquartered in Strathpine, Brisbane, that operates four wholly-owned banners across Australia and New Zealand: Supercheap Auto (290+ stores, automotive aftermarket parts, tools, accessories and outdoor products), rebel (160+ stores, sporting goods, fitness and apparel), BCF (150+ stores, boating, camping and fishing) and Macpac (technical outdoor apparel and equipment, acquired April 2018). The group also runs supporting brands including Super Retail Commercial, Macpac Corporate Sales and Rays.

Operations span approximately 750 retail storefronts plus brand-owned e-commerce websites, supported by distribution centres in Australia and New Zealand, dedicated sourcing infrastructure in Hangzhou and Shanghai for product development, quality assurance and compliance, and brand-focused support offices in Brisbane, Sydney (rebel) and Christchurch (Macpac). The technology stack is described as retail operations technology with e-commerce and digital capabilities; the company exposes Electronic Data Interchange (EDI) to trade partners but does not offer a public or partner-facing API, SDK or mobile application-first product surface.

Revenue is generated through physical and online retail sales of merchandise across the four banners. In H1 FY2026 the group recorded record sales of AUD 2.2 billion (4.2% year-on-year growth), statutory NPAT of AUD 104M (down 19.8%), normalized PBT of AUD 173M (down 6.9%), a net cash position of AUD 107.8M with no bank debt, and an interim fully-franked dividend of AUD 0.32 per share. Customer segmentation is horizontal across automotive aftermarket, sports and fitness, and outdoor recreation; the customer base is millions of individual consumers plus an expanding loyalty club, supplemented by enterprise and wholesale channels in commercial and outdoor categories.

Name

Super Retail Group

Legal name

Super Retail Group Limited

Website

https://superretailgroup.com.au

Company type

Public

Founded year

1972

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Specialty Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Other Miscellaneous Retailers (4599)

SIC

Retail-Miscellaneous Retail (5900), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Full-Line Sporting Goods Superstores (CRAMABAA)

Keywords

• Specialty retail
• Automotive parts retail
• Sporting goods retail
• Outdoor recreation retail
• Multi-brand retail

Headquarters

HQ city

Lawnton

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales: Revenue generated from physical retail store operations and online sales across four brands: Supercheap Auto (automotive parts and accessories), rebel (sporting goods), BCF (outdoor recreation - boating, camping, fishing), and Macpac (outdoor apparel and equipment). H1 FY2026 recorded AUD 2.2 billion in sales.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Super Retail Group is a multi-brand specialty retailer that sells automotive parts and accessories, sporting goods, boating/camping/fishing equipment, and technical outdoor apparel through approximately 750 owned retail stores and brand-specific e-commerce platforms across Australia and New Zealand. The portfolio spans four banners—Supercheap Auto, rebel, BCF, and Macpac—serving millions of loyalty club members with curated ranges in auto, sports and outdoor leisure categories.

Product overview

Super Retail Group is a multi-brand specialty retail platform operating four distinct retail brands across Australia and New Zealand: Supercheap Auto (automotive parts and accessories with 290+ stores), rebel (sporting goods with 160+ stores), BCF (boating, camping, fishing with nationwide coverage), and Macpac (technical outdoor apparel and equipment). The company serves customers through approximately 750 retail stores and digital commerce channels, offering highly engaged loyalty club members access to products in auto, sports, and outdoor leisure categories. With more than 16,000 team members and record sales exceeding AUD 2.2 billion, the portfolio spans complementary lifestyle segments with distinct brand identities targeting different consumer passions.

Differentiator

Problem solved

Functional benefit

Products and services

• Supercheap Auto Specialty retail of automotive parts, tools, accessories, batteries, car care, performance parts, travel/touring and outdoor products through 290+ stores across Australia and New Zealand, serving DIY and enthusiast motorists.
• rebel Australia's leading sporting goods retailer operating 160+ stores, offering branded footwear, fitness equipment, sports equipment and apparel for casual and serious competitors.
• BCF (Boating Camping Fishing) Australia's leading outdoor retailer with stores in every state and territory, offering an extensive range of boating, camping, fishing gear including rods, reels, lures, tents and camping equipment.
• Macpac New Zealand's original technical outdoor brand designing and retailing apparel and equipment for outdoor adventures, with focus on quality, sustainability and responsible manufacturing.

Quantifiable outcome

• Record H1 FY2026 sales of AUD 2.2 billion
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BWP TrustminorOthers · 11 November 2025BWP Trust is developing Fountain Gate Central in Melbourne, a $50 million retail redevelopment. Super Retail Group has committed to 75% of the centre's space and will house all four brands (Supercheap Auto, Rebel Sport, BCF, and Macpac) together for the first time in Australia. The adaptive reuse project retains existing structure, reducing embodied carbon by 50%.

Scale indicators11 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Harvey Norman Holdings: Large ASX-listed ANZ specialty retailer with franchise store network spanning furniture, bedding, computers, and fitness equipment. Most comparable in scale, geographic concentration (ANZ), and multi-category specialty retail format to SRG's four-banner model.
• JB Hi-Fi: ASX-listed ANZ specialty retailer with leading positions in consumer electronics and home appliances (JB Hi-Fi) plus sporting goods, outdoor and cycling (Good Guys, rebel's structural rival). Closest competitor for rebel's sporting goods footprint and a key benchmark for ANZ specialty retail margin economics.
• Decathlon: Global sporting goods superstore chain that has expanded into ANZ. Competes directly with rebel and BCF across multiple sporting categories; broader incumbent whose entry is a structural challenge to rebel's category leadership.
• Kmart Australia (Wesfarmers): Wesfarmers-owned discount general merchandise retailer across ANZ competing for entry-level sporting goods, automotive accessories, and outdoor value segments. Broad incumbent providing price competition across all four SRG banners.
• Myer Holdings: ASX-listed ANZ department store retailer. Broad incumbent with overlapping sportswear and outdoor apparel offerings that competes with rebel and Macpac at higher price tiers.

Direct peers

• Kathmandu Holdings: ANZ outdoor apparel and equipment retailer (Rip Curl parent historically) operating Kathmandu and Rip Curl brands. Directly comparable to Macpac for technical outdoor apparel and overlapping with BCF in camping equipment categories.
• Repco (GPC Asia Pacific): Australia's largest automotive aftermarket parts and accessories retailer, owned by GPC. Direct head-to-head competitor to Supercheap Auto in the same specialty auto parts retail category with overlapping store footprint.
• Anaconda: ANZ specialty outdoor and camping retailer owned by Catalyst Direct. Directly comparable to BCF for camping gear, tents, fishing tackle, and boating accessories, with overlapping store footprint in major Australian metros.
• Total Tools: ANZ specialty trade and DIY tools retailer. Most directly comparable to Supercheap Auto's tools and accessories category with overlapping trade and consumer customer base.

Emerging players

• Nike (ANZ retail arm): Nike's branded retail and digital store strategy in ANZ offers direct competitor SKUs across footwear and apparel that take share from rebel's premium tier. Relevant emerging structural pressure on rebel's branded assortment economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/super-retail-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Retail Group